Leading Brands in Japan's Education & Training Category: Q1 2025 Insights

Introduction

In the dynamic landscape of Japan's Education & Training sector, several brands have emerged as leaders, capturing significant monthly deduplicated audiences across their websites and apps. In this article, we delve into the performance and trends of Duolingo, Quizlet LLC, and Udemy, Inc. from Q4 2024 to Q1 2025. Leveraging Sensor Tower's comprehensive data, we provide insights into cross-platform user behavior and advertising strategies.

Duolingo

Duolingo's digital presence is marked by its website, duolingo.com, and the Duolingo - Language Lessons app.

• Audience Trends: The monthly deduplicated audience showed a steady increase, surpassing 5.3M by March 2025. Website visits peaked in January 2025 with over 32M visits, indicating strong web engagement.

• App Engagement: The app's monthly active users grew consistently, reaching nearly 1.9M by March 2025, showcasing robust mobile engagement.

• Ad Spend & Channels: Duolingo's monthly advertising spend varied, with a notable focus on TikTok in October 2024, where impressions exceeded 24M. Subsequent months saw a shift towards Instagram, particularly in February 2025.

Quizlet LLC

Quizlet's digital footprint includes its website, quizlet.com, and the Quizlet: Study with Flashcards app.

• Audience Trends: A slight decline in web visits was observed, with March 2025 recording about 2.6M visits. However, the monthly deduplicated audience remained stable, maintaining figures around 266K.

• App Engagement: Monthly active users hovered around 119K in March 2025, reflecting a consistent user base.

• Ad Spend & Channels: Monthly advertising expenditure was minimal, with the last recorded spend in January 2025. The primary focus was on Facebook and Instagram.

Udemy, Inc.

Udemy's digital presence spans its website, udemy.com, and the Udemy Online Video Courses app.

• Audience Trends: Web visits fluctuated, peaking in March 2025 with over 12M visits. The monthly deduplicated audience remained stable, exceeding 252K.

• App Engagement: App engagement remained steady, with monthly active users around 26K by March 2025.

• Ad Spend & Channels: Udemy's monthly advertising spend was substantial, reaching over $558K in January 2025, with a strong presence on YouTube and Facebook, delivering significant impressions.

Conclusion

The Education & Training sector in Japan has seen significant activity from leading brands like Duolingo, Quizlet LLC, and Udemy, Inc. Sensor Tower's unparalleled data offerings provide unique insights into the cross-platform behaviors that drive these brands' successes. As the market continues to evolve, Sensor Tower remains at the forefront, delivering critical insights through its Web Insights, Pathmatics, and App Performance Insights products. These tools equip decision-makers with the data needed to stay ahead in a competitive market.